Forever in jeans

Levi Strauss’s arrival in the US, 160 years ago this week, was to change fashion forever. And it all began with a tent, says John Daly

HEN a Bavarian tailor named Levi Strauss arrived in San Francisco on Jan 10, 1853 — 160 years ago — he did not know his name would become one of the most recognised of trademarks.

Arriving in that town where singer Tony Bennett would later ‘leave his heart’, the diminutive, 24-year-old Strauss joined thousands of European immigrants intent on making their fortunes in the chaotic Gold Rush. Unlike the others, who headed for the riverbeds to pan for elusive nuggets, Strauss opened a dry goods store.